Destination shopping

Primark’s stunning new Birmingham store builds on the brand’s reputation as the shopping destination of choice by offering all you could want for a great day out.

New experiences in store

Birmingham High Street, the UK’s 187th and the world’s biggest Primark, offers an outstanding range of fashion, beauty and homeware over five floors. However, the 160,000 sq ft city centre location offers much more than phenomenal shopping. As research shows that consumers increasingly prioritise shared ‘experiences’ over physical purchases, and with the high street facing a fierce challenge from online retailers, this store provides a bundle of fun things to do and share.

As well as shopping, consumers can get their hair cut, play interactive games in the Primark Café with Disney – one of four very different dining locations – enjoy a manicure, have a wet shave, print bespoke t-shirts and have a magical time in Hogwarts Wizarding World. And after that they can recharge themselves, and their phones, in one of the comfortable seating areas, complete with free wifi and water fountains.

Homage to home

In paying homage to Birmingham, the store also helps consumers feel at home. At the entrance, a large Primark-blue sign proclaims ‘Welcome Brum’ and, against a stylish interior that refers both to the city’s industrial heritage and contemporary design, word graphics spell out the essence of Birmingham, as voiced in local vox pops.

Elements of the new store’s rich offering are being woven into other Primark locations. For example, like Birmingham High Street, further selected stores will get branded Primark cafés, beauty parlours, Disney baby shops and lighter, brighter, airier changing rooms.

We have long aimed to make Primark stores must-visit destinations. By blending great experiences with unbeatable shopping, we continue to buck the trend and deliver rising sales on the high street.